It’s been a month since our Co-Founders & Creative Chairmen Gastón Bigio and Anselmo Ramos took the stage at Cannes Lions to share the incredible story behind the GUT brand and how it has grown and evolved over these last six years. Here they also introduced a powerful new concept Brand One Word™ which has rapidly become an important and fundamental tool for our people and our clients. Our word is Bravery, what’s yours? Take a quick look at this 2 minute clip to learn more. We hope it can help inspire everyone to proudly own their word and make it their world. #NoGUTNoGlory
One word: Brilliant
At Leagas Delaney we have called this: The brand in 1 second. Almost 15 years ago.
Gaston and Enselmo, just as logical positivism sought to eliminate the very concepts of "mind" and thought by asserting that only empirically verifiable statements are meaningful, but then foundering on its own truth requirement - logical positivism itself was not empirically verifiable, so your "one word" theory self-destructs as "one word" is actually two words. I tried to rescue your idea, but "jerk off" is also two words. Happily, the British saved the day. Brand "wank" is a winner. So congratulations, guys, you accomplished what logical positivism couldn't, saw the truth at the very heart of advertising, that it is both "mindless" and devoid of thought. As, forgive the flattery, so are both of you. But this is your secret weapon. IThe "agency" of an advertising agency" being an emergent property of many mindless agents, like neurons maintaining homeostasis (a job) and passing a threshold of complexity wherin brilliant advertising is produced for the benefit of all society, the same way a sturdy home is fortified by the operations of the emergent "mind" of the termite colony over which it is built, every ad a nail in the disintegrating coffin of ideas. Or, I'm just a solipsist when it comes to other ads
Love it! Some call it the brand North Star. And I would say the best ones are those that align with what the world needs. Here are more examples: SurveyMonkey: curiosity, Pinterest: Inspiration. Ted Talk: Ideas, Sonos: home, Coca-Cola: Happiness, Audi: Progress, Tiffany: Romance, Lyft: community
Vaibhav Mittal "The Catalyst"
Loved this speech in Cannes
One of the talks that really stood out. ❤️🔥
Guta Tolmasquim 💜 quero um tiktok sobre isso!
"It's important to claim one word, that's your superpower" I love the one word concept ✨️
Congratulations on sharing such an impactul and inspiring message! 👏🏼